When the stakes are high and your usual way of handling it stops working.
Private decision partner for Asian American founders and leaders who are too in their head to trust their own judgment.
And can't afford to keep carrying it alone.
You can handle pressure. You always have.
But something right now isn't resolving.
Maybe it's a business decision you keep running in circles on. Maybe it's showing up at home depleted, shorter than you want to be with your kids, knowing that's not how you want to live. Or you can get to the right conclusion on your own – but you don't trust it enough to put your foot down.
You've tried thinking harder. You've tried waiting for clarity. You've tried carrying it internally because that's what you've always done.
And it's not working here.
I'm Will Chang. I'm an Asian American tech founder who spent years doing exactly what you're doing. Muscling through every decision on anxiety and telling myself it was just the cost of leadership.
It broke when I was 33. I almost lost everything.
What I learned changed how I handle pressure. That's what I bring to the handful of Asian American men I now work with privately.
I don't tell you what to do. I help you clear the noise so you can trust your own judgment again.
I personally review every inquiry. If we're a fit, I'll reach out to schedule a live working session.
You already know the answer. Something's in the way.
My clients are founders, operators, and executives who've built real things. They're used to being the person everyone relies on.
They reach out at a very specific moment: something important is at stake and their internal state is making it hard to see clearly. The cost of sitting on it keeps going up.
Sometimes it's a cofounder relationship that's gridlocked. Sometimes it's imposter syndrome quietly eating away at their confidence. Or it's the realization that they're passing patterns onto their kids they swore they'd never repeat.
The situation looks different each time. What's driving it underneath is always the same.
I've been on both sides of this.
I've been a product manager and a founder. I've raised money and built teams and grown a business to seven figures. I understand the pressure because I've lived it.
I also grew up in an immigrant family. If you've had that experience, you already know what it does to how you relate to success, failure, rest, your own emotions – all of it. Most coaches don't get that. I do, because it's my story too.
And I work differently than most. I'm opinionated without telling you what to do. I won't spend our time therapizing you or trying to motivate you. I help you see what's actually driving the pattern – without having to perform your way through the conversation.
My clients call it having a partner who understands both the business side and what's really going on underneath.
What clients say about the work.
"You changed me in the moment to help me get to the right high-leverage decision. And that changed the outcome."
Robin Ji, Founder. Acquired by Coinbase
Will offers an empathetic perspective from someone who has done this difficult job himself. He is sensitive, humble, and not at all afraid to call out nonsense or excuses. Will’s superpower is that he is an excellent listener and has a unique ability to offer insights that challenge your assumptions.
Howie Zhang, Founder
Working with Will has been one of the best investments I have made.
Ed Liao, Director of Investments
Working with Will has been utterly transformative in essentially every facet of my life. Working with him has granted me a better relationship with my wife, my kids, my passions, my career, and myself.
David Chu, Tech Leader
What I value most is that Will never lets the conversation stay stuck in “performance mode.” It’s not just about hitting the next milestone. He helps me pause and look at what’s underneath it all - what’s driving me, what’s draining me, and what actually matters.
Robert Hao, Founder
Will felt like the older brother I never had. Someone who challenged me, called me out, and pushed me to see what I'm actually capable of. He didn't just help me grow a business. He helped me grow as a person.
Christian Nicco Bugarin, Agency Owner
“Will brings a rare mix of authenticity and cultural understanding. He gets the specific pressures many Asian Americans carry, identity, entrepreneurship, and the quiet weight that often comes with an immigrant family story.”
James Chang, Business Owner
Listen to this 7-minute audio guide before you make another key decision...
You know what you need to do. So why do you still feel stuck?
From a fellow Asian American founder who's been through it himself. And worked with founders who've landed 8-figure acquisitions and gone from burning out to being present with their families again.